Almost everyday someone is stabbed in the capital of the United Kingdom, London. The last years a lot of youngsters bring a knife when they leave their home. The Times once wrote “Teenage knife crimes is one of the biggest threats to London, after terrorism”.
The Metropolitan Police started together with the COI (UK’s Central Office of Information) an interactive campaign: ‘Choose a Different Ending’. The interactive viral allows you, as a viewer, to decide the destiny of a young Londoner. On YouTube it starts with a 30′ film where you get to choose whether you take a knife when you leave the house, or leave it at home. And so it goes on..
In the end you’ll see if you took the right choices or not.
On the site there is an interactive forum which allows people to post their own thoughts on the subject.